Many people feel uncertain before speaking to a journalist. The fastest way to become more confident is to practise. We provide media training in Stockholm and digitally, adapted to your needs. Our media advisers have several years of experience, including from Ekot, TV4 and Expressen. We help you understand media logic and how newsrooms work behind the scenes, and we train you with realistic questions, with or without a camera.
After media training with us, you are ready to answer tough questions from well-prepared reporters. Tale is a sister agency to Diplomat Communications.
Meeting journalists unprepared can have negative consequences. The media's power remains strong, and the media still plays an important role as a scrutinising force in an open society.
At the same time, parts of news reporting are shaped by reporters' personal motivations and newsrooms' competition for audiences. These incentives can make reporting one-sided or even inaccurate. Understanding media logic and how newsrooms and individual reporters act is therefore crucial for you to handle media relations and interview situations well.
We run media training courses of different lengths and depth depending on your needs and prior knowledge. A typical media training may look like this:
A short introductory theory session on media logic and what shapes the media and journalism in your industry.
Practical exercises based on possible angles and in circumstances as realistic as possible. With or without a camera. Prepared as well as unprepared questions.
Feedback and reflection. We go through the exercises and you receive concrete feedback and practical advice. We then carry out further practical exercises so that you become aware of your own progress.
Message training. Exercises in getting the most important point across quickly and avoiding being cut by the reporter afterwards.
David Landes is an adviser and content director at Tale. He has a background as editor-in-chief of The Local and has also worked as a reporter at the American TV station PBS NewsHour. David teaches media logic and runs practical media training in English.
Johan has 15 years of experience as a communications adviser to some of Sweden's largest companies, mainly in B2B, and has deep experience in content-driven communication, PR and media. Johan also has a background as a journalist with ten years' experience from leading newsrooms such as Sveriges Radio Ekot, TV4 Nyheterna and Aftonbladet.
Tale's David Landes is originally from the USA and has long experience as a news journalist. David helps our English-speaking clients – or you who need to prepare for meeting international media – feel confident in an interview situation.
At Tale, we are a team of 18 with expertise in strategy, PR, content production and digital advertising. We have grown every year since we started in 2017, and with 18 per cent growth in 2025, we are one of the fastest-growing agencies in the industry. We are part of the Diplomat Group, which gives us access to some of the industry's best consultants in public affairs, financial communication and issue management.
Would you like to discuss a collaboration? Get in touch with our CEO Maria Lundqvist at +46 70-374 09 22 or maria.lundqvist@talecontent.se.
